CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
TechnologyNov 11, 2014
The specialty retailer with the highest ‘Digital IQ’
A new study shows that among specialty jewelers, Zales does it best when it comes to digital while other retailers suffer from a lack of omnichannel integration.
New York--In the most recent study of specialty retailers by think tank L2, Zales was the only jeweler listed as being “gifted” when it comes to digital.
The others--including Tiffany & Co., which has ranked highly in past L2 studies--fell into the “average” or “challenged” category because of their lack of omnichannel integration.
L2’s “Digital IQ Index: Specialty Retail” report tested the “digital competence” of 82 specialty retail brands in the U.S. market to find strengths and weaknesses, including a number of retail jewelers, then assigned them a digital IQ that landed them in categories ranging from “genius” to “feeble.”
The study examined the brands’ website and e-commerce, digital marketing, social media and mobile presence.
L2 found that while brands continue to invest in their e-commerce businesses, much less focus is being put on omnichannel retailing, which refers to providing a seamless approach for consumers across all available shopping platforms including mobile, digital and brick-and-mortar.
Overall, watches and jewelry as a single category continues to lag behind other sectors in their average digital IQ due to a lack of integration between digital and traditional retail channels. L2 made this same observation in another recent study that included a number of jewelry sellers.
The specialty jewelers that ranked in L2’s “average” category that could stand to improve on their digital presence are Kay Jewelers (Zales is now owned by the same parent company as Kay, Signet Jewelers Ltd.), Tiffany, Swatch, Fossil, Swarovski and Alex and Ani.
Tourneau and Cartier, meanwhile, were classified as “challenged” when it comes to their digital presence.
The only brand among all 82 retailers examined that fell into the highest category, “genius,” was cosmetics and beauty chain Sephora.
Here’s what Sephora does right.
The brand’s product pages provide the ability to filter customer ratings and reviews by attribute, engage in product Q&A, explore brand-specific boutiques, and access tutorial videos. Additionally, its mobile site provides instant access to users’ Beauty Insider account, the Sephora loyalty program, purchase history, and their “Loves” wish list.
Since nearly 43 percent of retail web traffic will come from mobile devices this holiday season, according to L2, it’s increasingly important for retailers to focus on their digital presence.
To do this, top brands are investing in web features such as product reviews and ratings, omnichannel integration that allows shoppers to pick up in store or check a store’s inventory,
Editors' Picks
Sponsored by
and free shipping, with many setting shipping thresholds to incentivize larger shopping baskets in exchange for free shipping.
Retailers also maintained a high commitment to social media in 2014, according to L2, achieving a near-ubiquitous brand platform across every platform except for Tumblr, which is generally reserved for lifestyle-building content.
Tablets, meanwhile, remain an industry-wide weakness for retailers.
Most rely on their desktop sites to power the tablet experience, without adapting to the different size or for touch input. Less than half of brands use large-format menus and buttons to cater to the tablet user, and less than 40 percent of checkout experiences consolidate all steps to a single page.
More information about the study and its findings can be found on L2’s website.
More on Technology
The Latest
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
